Livestream shopping is gaining steam in the U.S., thanks to apps like TikTok and Whatnot

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-03T12:11:10.181Z • Permanent link

Recent data suggests that livestream shopping is gaining significant traction in the United States, with apps such as TikTok and Whatnot leading the charge. This phenomenon has its roots in the rapidly evolving e-commerce landscape, where social media platforms are increasingly integrating shopping features into their core functionalities. According to a report by eMarketer, the number of US consumers who have made a purchase online through a social media platform has grown by 63% since 2020. TikTok, in particular, has seen a surge in its shopping capabilities, with the platform now allowing users to purchase products directly from the app.

Key to this shift is the growing importance of social media influencers and content creators. Individuals such as Emma Chamberlain, a popular TikTok creator with over 40 million followers, have leveraged their platforms to partner with brands and promote products to their massive audiences. Whatnot, another social commerce app, has also seen significant growth, with its platform boasting a wide range of products from over 10,000 sellers. By combining engaging content with seamless shopping experiences, these platforms are redefining the way consumers interact with brands and products online.

As the US e-commerce market continues to expand, it is likely that livestream shopping will play an increasingly prominent role. According to a report by Deloitte, the US social commerce market is expected to reach $80 billion by 2025, up from $34 billion in 2020. As the market continues to evolve, it is essential for brands and retailers to stay ahead of the curve, investing in social media advertising and influencer partnerships to reach their target audiences.

The growth of livestream shopping has significant implications for the Data Sources domain, particularly for companies and researchers focused on e-commerce and social media trends. According to a report by Grand View Research, the global social commerce market is expected to reach $1.1 trillion by 2027, up from $850 billion in 2020. This growth is driven by the increasing importance of social media platforms in shaping consumer behavior and purchasing decisions.

As the social commerce market continues to expand, it is likely that data providers and research firms will play a crucial role in helping companies and investors understand the trends and opportunities at play. According to a report by MarketsandMarkets, the data analytics market for social commerce is expected to reach $4.8 billion by 2025, up from $2.4 billion in 2020. As the market continues to evolve, it is essential for data providers to stay ahead of the curve, investing in new technologies and methodologies to help companies and researchers make sense of the complex data landscape.

The growth of livestream shopping is part of a broader trend towards digital transformation in the retail industry. According to a report by McKinsey, the COVID-19 pandemic has accelerated the shift towards digital commerce, with online sales increasing by 25% in 2020 compared to the previous year. This trend is expected to continue, with the global e-commerce market projected to reach $6.5 trillion by 2023, up from $3.9 trillion in 2020.